PharmaForceIQ empowers life science teams with real-time, omnichannel solutions that deliver personalized engagement strategies and drive measurable impacts on HCP engagement. Dive into one recent campaign where we partnered with a mature brand in a crowded indication to successfully reduce media spend by a significant margin.

The situation

The marketing team for a mature oncology drug sought innovative ideas to reduce media spend. The drug had stabilized into a 25% share in its indication for the past five years, having launched more than a decade ago. However, the indication is very crowded, with eight brands competing for share of voice and market share.

The team came to PharmaForceIQ for strategic guidance and development of a new approach to optimize spend and maximize engagement without losing market share or SOV.

The objectives

The core goal was to deliver increased engagement rates year-over-year across oncologists and hematologists, maintaining brand share of voice at a reduced budget level. The campaign needed to deliver brand messages and content at the right time to target HCPs to maximize efficiency.

Our solution

To deliver a personalized omnichannel solution that achieved the client’s needs, the team:

• Developed a digital media orchestration plan that targeted multiple physician segments in different ways, leveraging PharmaForceIQ’s real-time, dynamic proprietary affinity data
• Deployed personalized content via real-time triggers based on ICD-10 codes in claims data, using field team, CRM, peer-to-peer, and preferred digital channels including email, endemic display and social media, programmatic, and EHR
• Automated, AI-driven orchestrated sequences ran based on specialist engagements and non-engagements in triggered media

The results

Impact: Over one year, PharmaForceIQ increased HCP engagement by 10% while reducing media spend by 35%.

This solution drove real-time, measurable impacts on engagement and market share while successfully reducing expenses. This table showcases how the campaign across the most relevant platforms for target HCPs were incorporated with a trigger-based, efficient approach to reduce costs:

While driving a 35% reduction in campaign costs for our client, this omnichannel pharma marketing solution delivered a 35% increase in HCP engagement rates and a 3% increase in market share in a crowded and competitive indication.

Whether you’re launching a brand on a tight budget or adjusting strategy as a brand matures, see how your team can do more with less. Reach out to us today.